Seven Steps to Successful B2B Telemarketing

By Henry Braithwaite, Operations Director, MarketMakers

Telemarketing, when done well, can be a remarkably effective tool for B2B companies. To give just some examples, when Deloitte needed more entrants to its 2013 UK Fast 50 awards it was telemarketing that found them. When ProtoCall One needed to increase its sales pipeline it was telemarketing that added leads worth more than £1,000,000 into that pipeline. And when BBC Studios wanted to take its post-production facilities to a commercial market it was telemarketing that did the job.

Yet,B2B telemarketing has always been difficult and in recent years has become even more so. The rise of new digital techniques that marketers can target almost to an individual level, combined with an increased reluctance on the part of business buyers to engage on the telephone, means that B2B telemarketing can no longer get away with being mediocre.

There are seven steps to being more than just “good enough” and to replicating the telemarketing success of organisations like ProtoCall One, Deloitte, and BBC Studios.